RETAILOBSERVER.COM MAY 2016
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hrough the Internet, content marketing, and social media,
marketers can now reach more people, more economically, and
more easily than ever before. These shifts have leveled the
marketing playing field, enabling even small fries to take on the big guys
and win. But on the flip side: with all the new platforms and social
networks to master, budget-crunched marketers have more work than
ever. And then, few even know how to use these tools in a way that will
actually move the needle without compromising their tight budgets or
their sanity. But in GET SCRAPPY: Smarter Digital Marketing for
Businesses Big and Small, Nick Westergaard gives readers practical
solutions for this pervasive problem.
Scrappy is doing more with less. It's acting like an underdog—whether
you are or not—with a determined mindset. It's about brains more than
budget—so scrappy puts strategy first. Scrappy is using questions to
spark social conversations and fuel your content creation. And as
readers of this book will see, businesses of any type or size can succeed
by being scrappy.
GET SCRAPPY demystifies digital marketing so that it will make
sense to and for any business. Easy to read and with lots of good
examples, the books shows businesses exactly how to do more with
less; how to ground campaigns with a simple, smart strategy; how to
build a strong brand with something to say; create relevant and engaging
content and promote it via Twitter, Facebook, and other channels;
generate dialogue with your community of customers; integrate your
digital and non-digital channels in a way that unifies the brand experience;
and measure what matters.
B O O K R E V I E W
GET SCRAPPY:
Smarter Digital Marketing for
Businesses Big and Small
Author: Nick Westergaard is the Chief Brand Strategist at Brand Driven Digital, where he works with
organizations of all types and sizes—from small businesses to The President's Council on Jobs and
Competitiveness—to build better brands online. His thoughts on social media and marketing have
been featured in news sources such as US News and World Report, Entrepreneur, American Express
OPEN Forum, and more
Publisher: Publisher: AMACOM Books
RO